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Identify The Opportunities To Personalise Your Service

Identify The Opportunities To Personalise Your Service

Now, more than ever, it is vital to be able to personalise the customer experience, in order to increase your company’s wallet share.

Facing a severe economic downturn and rapidly rising inflation, organisations today understand the importance of customer acquisition and retention. Most companies are seeking to increase customer engagement and improve loyalty, by understanding their client requirements more completely. Greater personalisation of the customer journey should thus lead to increased sales.

In fact, personalisation has become a critical factor for modern customers, with an Accenture report suggesting that 91% are more likely to purchase from a brand that knows them and provides them with relevant recommendations and offers. Locally, the latest SA Digital Customer Experience Report indicates that some 96% of respondents would spend more money online if the customer experience (CX) was better. The challenge, of course, is how do you create a personalised customer experience across multiple digital channels?

According to Yaron Assabi, Founder and CEO of, a DSG Business, online retailers face a number of challenges, not the least of which is that many brands suffer from low customer engagement and retention.

‘While many customers may visit a website, studies suggest that around 98% leave without transacting in any way. This is a terrible ratio and businesses need to develop effective plans to improve on the existing 2% who do transact. For me, this means focusing on delivering the best CX possible,’ he said.

‘This is where technology comes into play, because organisations can leverage an AI engine to more clearly understand customers’ eyeball data – what products they are browsing or looking for – as well as their behavioural data, to deliver personalised predictions that are up to 20% more accurate.’

Assabi noted that those organisations that use technology in this manner, to differentiate the customer experience through personalisation, have experienced much faster growth, because personalisation encourages additional spend. This is particularly true for those businesses that deliver personalisation across the entire user journey, rather than simply on the home and product display pages – with conversion rates increasing by 12-18%.

‘In order to drive a better relationship with customers, it is important to identify the opportunities to personalise your service. Then you need to be able to rapidly activate and optimise these at scale. Data enablement is vital to enhance both personalisation and the customer journey, and surrounding it all, you need an agile operational model to accurately understand the customer and thus drive a more personal offering. Of course, in order to get customers to willingly provide you with personal data, you absolutely have to be compliant with the various data privacy laws.’

Nisham Chhabra, regional VP for Africa at Netcore, DSG’s AI partners, added that there is a fantastic return on investment (ROI) for businesses who invest in data driven personalisation.

‘For example, we can point to a 19% average uplift in sales from those using our solution to deliver personalised web experiences; a 20% increase in marketing ROI when data-driven personalisation is placed at the centre of the marketing strategy; and 78% of consumers indicating they are more likely to repeat purchases if the brand offers them personalised offers,’ he said.

Chhabra added that for the AI engine to be effective, it needs to understand the customer in real time, which means instantly recognising their likes and dislikes. To this end, he says that Netcore’s engine understands user behaviour such as the principle of swiping left or right, as popularised by sites like Tinder.

He suggested that the key to success lies in permission-based marketing, so it is all about getting the user to tell you about themselves, something that is significantly tougher at the start of the relationship.

‘It is imperative to put the data to proper use if customers have supplied personal data to help you make their lives easier. The more they can recognise that the data they have supplied makes their CX that much more pleasant, the more likely they are to be comfortable sharing additional data with you, enabling you to personalise the service even more.’

There are various stages of personalisation, continued Assabi, focusing on smaller groups of individuals each time, with the ultimate goal being a one-to-one connection. However, he noted, with AI-based personalisation, you can now drill down to what is called one-to-moment.

‘This is where geolocation services are used to identify not only the individual customer, but where they are, so that a specific offer can be sent to them based on where in a particular mall they are and delivering a level of personalisation heretofore unseen.’

In the end, he said, it is about personalising each touchpoint on the user journey, from the point they register on your website to the point where you have enough data on them to provide them with special offers or discounts on their birthday or other key anniversaries.

‘It is crucial to use an omnichannel platform for this, as you have to have a unified view of the customer to deliver this level of personalisation, so you need to be able to track your customer even if they utilise multiple channels during their journey.’

‘Lastly, you need to find a level of equilibrium between people, processes and the technology: You need the right balance between people who are focused on the customer and who understand the technology, supported by the right processes to enable you to be agile in meeting each individual customer’s needs. Get this right and you will increase your wallet share and grow your business,’ Assabi concluded.


Taking Control Of Your Data Connectors

Taking Control Of Your Data Connectors
Francois Jooste, Digital Campaign Manager at +OneX.

Francois Jooste, Digital Campaign Manager at +OneX, outlines why Structured Query Language (SQL) skills are becoming essential to digital agencies in a cookieless world.

Browse any social media feed and you’re likely to come across a video or post advocating that you learn SQL to supercharge your IT career. These SQL fans have a point. In today’s data-saturated world, skills in data management and the language used to speak to databases are in higher demand than ever. And it’s not just in the world of traditional data warehousing and business intelligence (BI), either. The requirement for SQL skills is growing among digital agencies, which are skilling up in database management in anticipation of the shift away from third-party cookies.

It’s no secret that agencies and the brands they support depend on data and algorithms to personalise their advertising messages on programmatic platforms as well as to optimise costs and performance. The way they’ve always done this, is by harvesting data from third-party cookies to track users across different websites and platforms, then use this data about customers’ behaviour to target them with content that is relevant to their interests and context. This approach allows companies to hit the customers with the highest propensity to convert with the right message at the right time.

But we’re seeing a steady shift away from third-party cookies as regulators worldwide impose tougher data protection policies. Less data means that it’s not as easy for agencies and their clients to reach customers and prospects with a tailored message. It also means that advertising could potentially become more expensive because advertisers will not be able to avoid the wastage that goes along with speaking to customers that will be less likely to be interested in what they are selling.

That is, of course, unless we find an alternate approach. In his recent column Grant Lapping, Digital Executive at +OneX, outlined how data modelling provides just such an alternative. SQL — a programming language used to manage data stored in relational database management systems — is one of the magic ingredients we need to bring advanced data modelling to life. SQL is one of the most common database management languages in the world — and a key to tapping into the full power of digital data.

Let’s talk about SQL

Bigtech companies such as Google and Microsoft employ the SQL language and respective syntax to power their database products. But the language is becoming increasingly relevant in the world of digital media as companies look to tap into the power of customer data in relational database for targeting and personalisation in their digital campaigns. The advertising platforms, which are themselves powered by databases, don’t employ SQL manipulation of data. But databases such as BigQuery do.

BigQuery is a serverless, scalable, and cost-effective cloud-based data warehouse. We can use BigQuery’s extract, transform and load (ETL) capabilities to dynamically prepare first-party data and upload it into compatible advertising services such as Google Ads through using an application programming interface (API). This enables us to use SQL commands in daily advertising campaign management for superior targeting, based on the data the programmatic platforms hold about their users combined with first-party data from systems such as customer relationship management (CRM).

Of course, generating automated reporting dashboards for data visualisation and analysis is nothing new. Powerful commercial BI tools such as Microsoft’s PowerBI and free-to-use visualisation tools such as Google Data Studio use a range of data connection techniques to transform data into informative, easy to view dashboards and reports. While native data connectors are available for these tools, many companies rely on expensive third-party data connectors such as SuperMetrics and Services for managing third-party data from digital platforms.

While third-party data connectors are a quick solution, they have other drawbacks besides their high cost. Customisation of metrics with these connectors is limited, and a company cannot tailor what it wants to measure and report as comprehensively as it might like to. By contrast, using its own SQL expertise to perform ETL on the data it holds and connect it to reporting automation tools, gives a company the power to customise metrics and dimensions to its specific business needs at a lower cost.

Digital advertising platforms provide guidance on how to use their APIs and connect data to databases through API calls. Once a developer with SQL skills is accustomed to these setups, this approach offers a cost-effective automated solution for reporting. SQL based databases, such as Google BigQuery, can connect natively to BI tools such as Google’s DataStudio and PowerBI. APIs can also be used to feed a company’s first-party data into ad platforms such as Google Ads and Facebook Ads Manager to inform their machine learning algorithms and enrich customer engagements.

With smart use of SQL and APIs, automation of digital media reporting and data visualisation thus does not need to be expensive. This approach allows for campaigns to be managed with a more holistic view of the customer, based on insights found inside first-party data and systems. Brands and agencies that get this right will be more efficient and agile in how they target their audiences with tailored messaging as the world continues to move away from third-party cookies.


Wunderman Thompson Commerce’s Research Report Indicates Consumer Trends

Wunderman Thompson Commerces Research Report Indicates Consumer Trends

Research, commissioned by Wunderman Thompson South Africa as part of Wunderman Thompson Commerce’s Future Shopper Report 2022, reinforces how online shopping sites, shopping apps, marketplaces and social media are driving eCommerce.

The study shows that more than 85% of surveyed South African shoppers say retailers need to get better at giving them the products, service and experience they want.South Africans surveyed form part of a study of over 30,000 global online consumers from 18 countries.

The survey explores what motivates local South African online shoppers, where they get their ideas from, how they research before they shop, and what factors ultimately drive their appetite for purchasing online. 78% of SA respondents indicate they will be increasing their use of digital shopping channels in the future, albeit 74% of this group say they prefer to shop with a brand that has both a physical and an online store.

Over and above examining common denominators across sectors, the study unpacks detail about different products, from groceries, home furnishings, pharmaceuticals, toys/games and electronics to clothing, accessories and financial products.

Parusha Partab, Group Strategy Director at Wunderman Thompson South Africa, said, ‘Where they buy from, what they’re buying online and how much they are spending is one thing, but understanding how South African consumers react to a range of factors is going to be crucial for retailers going forward. It has implications for business models, marketing strategies, technology investments, the supply chain – a whole range of business dimensions that need to adapt to our new reality.’

The research also asks respondents about the information presented to them on eCommerce platforms. 89% from South Africa indicate a preference for imagery and videos, while more than 90% claim product reviews and discounts are important.

Wunderman Thompson South Africa Group Consulting Director Kayembe Ilunga added, ‘There’s a wealth of valuable insight. Our study also delves into how frequently South Africans buy certain products from different platforms and brands, their propensity to abandon a purchase while it’s in progress, and their likelihood to return products purchased online. Combining these indicators with solid historical data gathered through digital platforms will shape business projections going forward and points to the growing need to accept how the worlds of marketing, technology, data and sales have converged. We believe brands need to revisit their operating models and structures. There’s no longer one department solely responsible for delivering online experiences.’

There are distinct differences between the results from South Africa and the rest of the world, so one of the key benefits of the local research is that it helps identify what the local emerging trends are and to what extent brands should be ‘localising’ their response to the growing popularity of online shopping. Social networks have, globally, been one of the key winners, with Facebook and Instagram featuring as leading platforms of choice for South African respondents.

Another key trend that has emerged is the propensity to research online but still conduct the actual purchase in-store – 80% claim they do this, and there are marked preferences for shopping directly from a brand versus what is called an aggregator platform, depending on the nature of the product. ‘This insight will help inform business decisions about online product offerings and portfolio expansion going forward,’ said Partab.

To download the full report, click here.


Digitas Liquorice Appoints New Executive Creative Director

Digitas Liquorice Appoints New Executive Creative Director
Luke Apteker, Digitas Liquorice's new executive creative director.

Over many years, Luke Apteker has built up a reel of award-winning work including Red Bull music documentaries, Adidas street culture content and Mercedes Benz commercials.

One of his most recent accolades includes a first-place award at the 8th Annual Adventure Film Challenge for his lockdown inspired ‘Bring It’ film, which is a zany hybrid of pizza delivery and downhill mountain bikes. He also recently led a successful international campaign for Bolt, collaborating with Seedballs Kenya, to drive towards carbon neutrality through planting trees.

Digitas Liquorice has welcomed Apteker to the team as their new Executive Creative Director. Apteker brings to the table a wealth of experience and expertise, having worked for big-hitter brands like Red Bull Media House and Snapchat.

‘Apteker’s fine-tuned creative eye, sharpened from years of creative excellence and a fond curiosity for the unfamiliar, makes him the perfect fit for us,’ said Carla Worth, Managing Director of Digitas Liquorice, ‘And Luke’s eccentricity and proclivity for stellar storytelling sets him apart from the rest. Together, we hope to redefine the ‘magic and meaning’ behind our collective story, allowing our people and clients to dream big again.’

When Apteker isn’t sporting his creative hat, he finds himself touring through Africa by motorcycle, bike packing to Afrika Burn or incinerating unsuspecting food items in the air fryer.

Speaking about his new role, Apteker said, ‘In my personal life, the rush of doing something that scares me is what inspires and drives me to be better and do more, and this is something I’m looking forward to bringing to my new position at Digitas Liquorice.’


Future-Proofing Retail Businesses With Social Media

Future-Proofing Retail Businesses With Social Media

Zuko Mdwaba, Area Vice President, Salesforce South Africa, writes that over the last few years, social media’s role in the retail industry has become increasingly important. In fact, it’s estimated that nearly one in ten purchases are made through social media, indicating that legacy retailing is taking a back seat to newer digital purchasing points.

When the pandemic struck, many retailers quickly pivoted from brick-and-mortar to online sales. With this quick shift to digital came the increased opportunity for online marketing, specifically through social media.

According to Salesforce’s State of Connected Customer report, 55% of consumers prefer to engage with brands through digital channels, and that number spikes to 65% for Gen Z consumers. Social media has allowed businesses of every size to gain access to new audiences, grow massive followings, and drive their online revenue. The trend isn’t slowing down. In fact, according to Salesforce’s fifth State of the Connected Customer report, 61% of customers plan to shop more on social media over the next three years.

Additionally, 56% of customers shop on social media more now than they did a year ago. This shift in shopping habits spotlights social media as a growing source of traffic and revenue for online businesses, with many harnessing it as a tool to drive profits.

Forward-looking retailers need to ensure they deepen social investments to future-proof their businesses. But with nearly 45% of commerce leaders feeling unprepared to build on emerging channels (like the metaverse, TikTok, and new online social storefronts), many are asking: where do they start?

Invest in insight

In order to target the right audience, companies first need to know where to find them. Knowing that audiences shop through digital channels is only the first step. Businesses then need to ask themselves: what platforms are my target audiences using? Where are they most likely to purchase? Is my branding, messaging and service consistent across all channels?

AI tools that allow businesses to understand where and how their audience shops are key to ensuring money isn’t wasted marketing in the wrong places. Data can be a powerful tool to drive understanding around which channels can deliver the best ROI, allowing retailers to develop a social commerce strategy that works.

The power of personalisation

Once audiences have been found, targeting them with personalised content is key. In a world where millions of new pieces of content are available to social media users every day, companies need to capture consumer interest, and fast. Personalisation ensures brands remain relevant to target audiences – an effective way to stand out against competitors.

AI tools that analyse advert performance and optimise campaigns for improved product discovery have helped businesses achieve this. Using advanced AIs that can learn quickly, match ads more effectively and build improved audiences for retargeting, companies can attract customers more easily than ever before.

Creativity is king

With millions of pieces of content being created everyday, capturing and maintaining an audience’s attention on social media requires a lot of work and creativity. A successful social commerce strategy relies on boosting audience engagement. Social media started as a platform for connection and conversation, not for spamming audiences with sales content.

Creating a two-way conversation is crucial for brands to build trust and solidify their image online. Creative tactics such as polls, giveaways, user-generated content, Q&A sessions and engagement with customer comments are some examples of how brands can attract and grow their followers.

Keep on top of trends

Social platforms go in and out of fashion quickly, so staying close to the target audience, and the channels they’re using, is important. The TikTok of today could be the Vine of tomorrow. Like any strategy, agility and flexibility are important to ensure a business doesn’t get left behind.

At the forefront of this agility is bravery. Ultimately, businesses that are more likely to take risks, adapt and test new platforms are more likely to tap into broader audiences, opening up revenue opportunities and increasing sales.

Looking beyond a single-channel strategy

In a digital world, brands need to be present wherever their customers are. The boundaries of commerce must extend beyond any single channel and, on the back end, data has to flow across those channels so companies can deliver connected experiences efficiently.

Investing in social media is not only a good strategy for reaching current audiences, but also a great way for retailers to future-proof their businesses, attract a wider customer base and stay relevant in a fast-evolving digital world.


How Bursaries Can Benefit Corporates And Students In The Marketing And Communications Space

How Bursaries Can Benefit Corporates And Students

The appeal for corporate support has grown among students over the past few years. Now more than ever, many young people entering the working world face a mountain of debt and a more competitive job market. Having financial security, along with mentorship and work experience, is highly beneficial to the student.

When one thinks of bursaries, the first thing that comes to mind is companies investing in students by awarding them funding for their education. From the students’ perspective, it reduces the cost of studies and the liability of paying back student loans, but there are also major benefits for corporates that are overlooked.

‘Bursary opportunities have the ability to change the lives of both students and their families. Not only are their career prospects increased, but their confidence is also boosted by knowing that they have the backing of these big corporates. It’s important that we unlock these opportunities for young South Africans, as they are the future of our country,’ said Meghan Slater, Head of Corporate Sales at The Red and Yellow Creative School of Business.

As for corporates, sponsoring a bursary programme helps them to achieve their marketing and B-BBEE targets. It also allows them to position their brand as one that has invested interest in education and in the upliftment of youth, which puts them in a favourable light.

Ways that corporates can expect to benefit by funding a student:

Talent development

A bursary programme allows corporates to create a talent pipeline for future recruitment of students that are equipped with specific skills and knowledge that are attractive to the business. Corporates will have the advantage of being able to access a talent pool that other businesses don’t have.

Corporate Social Responsibility (CSI)

It is no secret that CSI plays a big role in how a company is perceived by the public. This helps to build a positive reputation within an industry and makes a company more attractive to both consumers and potential talent. Often value is placed on how companies support their surrounding community.

Improve B-BBEE score

The amended B-BBEE Act came into effect in 2019, allowing an increased opportunity for many young black students to receive bursaries for their tertiary education. With the amendment, came a new scorecard indicator that corporates had to adhere to qualify for points. At the end of each financial year, corporates aim to achieve their skills development targets so that they can improve their B-BBEE score, and offering bursaries is the most effective solution.

‘At Red & Yellow, one of our main objectives is for these young creatives to grow into leaders in our industry over the next decade, and we are proud to be a part of their education journey. These are the people that are going to help solve the world’s problems. We work with companies to elevate the impact of their bursary sponsorship to help grow a skilled and exceptional pipeline of young African talent,’ said Slater.

Most tertiary institutions welcome the support of bursary programmes. By doing this they allow students, who wouldn’t normally have the opportunity to further their education, the chance to better themselves and change their circumstances.

Here are some of the success stories from Red & Yellow bursary recipients:

Hluma Shoko – Bachelor of Arts: Visual Communications

Shoko has been awarded a three-year bursary from the Alex Foundation. The sponsorship also includes a monthly stipend, mentorship from Joe Public advertising agency and the opportunity to join the agency after completing her degree.

‘I value education, connections and most importantly the people around me. I want to use my degree to uplift budding artists in my community,’ said Shoko. I am determined to further my studies, gain knowledge and essential experience wherever I am. I believe this will enhance my employability to a highly considered and recommended level.’

Michell Anele Mlalazi – Bcom Marketing

This year, Mlalaz, a 25-year-old Johannesburg resident and BCom Marketing student was awarded a Nnete Modise Bursary. It is sponsored by Abey Mokgwatsane, who set up the Foundation in honour of his late grandmother. The bursary is targeted at redressing the imbalance of access to quality education and access to a highly rewarding career in Marketing and Communications.

‘I believe that being awarded this bursary gives me the required academic preparation and practical experience I need to realise my ambition. This opportunity will enhance my employability and better my financial position, not only to help my family, but also those that find themselves in the same position. I am a firm believer in paying it forward and letting down the ladder that was let down for me,’ said Mlalazi.

Anganathi Beyile – Bcom in Marketing

‘This bursary symbolises opportunity to me. With things not working out with my music career, it has given me a new lease on life as I don’t have to worry about finances. It gives me the opportunity to focus on my studies and is a new chapter for me.’

After completing his degree, Beyile wishes to start his own agency to showcase artists from different fields and tell brand stories. ‘Giving back is a big reason why I want my own business. I want the opportunity to run my own organisation with modern finesse, innovative methods and a socially responsible culture,’ added Beyile.

Amy Gajjar- Bachelor of Arts: Visual Communications

Through a partnership between Red & Yellow and Publicis Groupe Africa, Gajjar is one of three students who has been awarded a bursary that will equip her with top skills for the creative industry.

‘After my studies, I plan on applying for jobs at major design and advertising agencies. Whilst working, I plan on pursuing a degree in philosophy and linguistics. Overall, I plan on being a lifelong scholar while building my career. I would also like to venture into other degrees that don’t relate to design,’ said Gajjar.

‘My advice to current and future students is that anything is possible in life with hard work and dedication. This bursary is a clear example, and if students can trust the process, they can achieve their dreams,’ concluded Gajjar.


Joe Public Shift Announces Rebrand

Joe Public Shift Announces Rebrand

Driving the move for specialist design firm Joe Public Shift to SHIFT is a transformation of its offering from brand design to the design of cohesive experiences for businesses, including the design of impactful products, services and environments.

This evolution in SHIFT’s offering is in response to its clients’ needs and demands for a holistic design partner to work alongside them to solve business problems, utilising design thinking.

In alignment with the business’ long-term focus of creating transformative impact that serves the sustained growth of clients, SHIFT uses its proprietary Growth Compass methodology to deliver coherent, growth-centered business experiences. Developed in 2018, Growth Compass is SHIFT’s tool for defining business direction across all experience points. Through a co-creative process, the tool unearths a business’ underlying belief and uses this to inform its direction and execution.

According to Terri-Leigh Cassel, SHIFT’s Managing Director, ‘Global research has consistently shown that clarity of direction, which in turn drives cohesive delivery, has a definite impact on business growth. SHIFT partners with businesses to articulate direction and design holistic business experiences across a multitude of experience points to maximise impact and growth. These experiences are developed through a strategic design thinking process.’

Simone Rossum, SHIFT’s Executive Creative Director said, ‘Design thinking is a human-centric approach to solving business problems that focuses on intimately understanding the user experience at every point. Through this exploratory and iterative process, SHIFT is able to develop the most impactful and growth-centered design solutions for our clients.’

SHIFT’s Strategy Director, Mike dos Santos, elaborated, ‘Growth Compass considers the full picture – people, offerings, systems, processes, brand and communication – to ensure impactful delivery on a business’ long-term ambitions. Ultimately, we seek to help our clients solve deep business problems and set them up for sustainable growth in the most relevant and user-centric manner.’

SHIFT has over a decade of experience across Africa, Europe and the Americas, and its clients have included ABInBev, Anglo American, Barloworld, Chicken Licken, Engen, Exxaro, MFS Africa, Mukuru, Nedbank, Netflix and SA Tourism. SHIFT has recently relocated to new offices in Bryanston, Johannesburg.


SAB Announces Appointment Of Marketing Vice President

SAB Announces Appointment Of Marketing Vice President
Vaughan Croeser, SAB VP of Marketing for South Africa.

The South African Breweries (SAB) has appointed Vaughan Croeser to VP of Marketing for South Africa.

For almost two decades, Croeser dedicated his career to SAB. In November 2003, he began his journey at the company as a Sales Representative. It was only up from there, as Croeser went from Sales Manager to Regional Marketing Manager to Marketing Manager for Castle Lite, Brand Director for Castle Lager Africa and eventually Marketing Director for SAB.

In his new position, will be responsible for directing all marketing efforts in the business, which, given the two decades of passionate experience, will be an easy feat for him.

SAB CEO, Richard Rivett-Carnac said, ‘As a long-standing member of the SAB family myself, I have had the privilege to work with Croeser for many years. He effortlessly embodies the brand and is the perfect person to lead and grow our category.  He is also a creative leader with a strong commercial background who will help foster an even greater integration between marketing and sales efforts.’

Croeser added, ‘I am excited to help shape new stories for a company that has been such a huge part of my life. I can only hope that I can show consumers the passion that SAB has shown me over the last 20 years.’

A creative strategist at heart, Croeser is excited about his appointment and the role that SAB will play in expediting economic recovery post and beyond the pandemic. ‘It’s a great honor to be the custodian of some of the most iconic and loved brands in South Africa. I have always believed in the power of brands to make a positive impact in society, and to use creativity, technology and innovation to find solutions to the challenges our communities face. We will relentlessly pursue this aim with our marketing organisation to truly create a future with more cheers and seeing our communities thrive.’


30 Top Marketing Thinkers Will Dissect Marketing Relevance At The 2022 Nedbank IMC

30 Top Marketing Thinkers Will Dissect Marketing Relevance At The 2022 Nedbank IMC
Dale Hefer, CEO of the Nedbank IMC.

The Nedbank Integrated Marketing Conference (IMC) 2022 is bringing the power of the collective to over a thousand delegates. Thirty thought leaders (eight of whom are international) will appear over the course of one day at this year’s virtual event on 29 July.

To a marketer, entrepreneur or creative, the question of customer relevance is growing in importance and complexity. The always-on, distraction-hungry and algorithm-driven marketplace, from which customer data has never been easier to access, can overwhelm rather than enlighten. At this year’s Nedbank IMC, a host of inspiring African and international speakers will provide insights, stories and strategies to help us hit that sweet spot of customer relevance.

Dale Hefer, CEO of the Nedbank IMC, said the power of the conference is in being able to gather so many of Africa’s advertising and marketing thought leaders together in one virtual place, on one day. ‘From powerful brands to agile independents, we have a strong selection of the best of the best providing leading thinking on what it takes for today’s marketing to be relevant. Most talks are short and sharp at 15 minutes, in a TED Talk-style format,’ said Hefer. Over a thousand delegates have already registered.

The host, Gugulethu Mfuphi, will be joined by Xolisa Dyeshana, Group Creative Director at Joe Public, and Preetesh Sewraj, CEO of The Loeries. Together they will introduce the Nedbank IMC 2022 line-up, which includes:

– Kathryn Williams, Managing Director of KMint (Australia).
– Ron Thurston, bestselling author of Retail Pride (United States).
– Tyrona Heath, Director of Market Engagement and The B2B Institute, a LinkedIn think thank (United States).
– Greg Hoffman, Global Brand Leader and former Chief Marketing Officer (CMO) of Nike (United States).
– Joeri van den Bergh, cofounder and Managing Partner of InSites Consulting (Netherlands).
– Ben Williams, Global Chief Creative Experience Officer of TBWA Worldwide (United States).
– Monali Shah, Integrated Marketing and Communications Specialist (Nigeria).
– Scott Thwaites, Head of Emerging Markets at TikTok Global Business Solutions (United Arab Emirates).
– Maps Maponyane, TV presenter, producer, actor and entrepreneur (South Africa).
– Luca Gallarelli, Group CEO of TBWA South Africa (South Africa).
– Khensani Nobanda, Group Executive of Group Marketing and Corporate Affairs at Nedbank (South Africa).
– Mathe Okaba, CEO of the Association for Communication and Advertising (South Africa).
– Warren Moss, Founder and CEO of Demographica (South Africa).
– Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership Group (South Africa).
– Buli Ndlovu, Executive Head of Marketing for Retail and Business Banking at Nedbank (South Africa).
– Lebo Madiba, Founder of PR Powerhouse (South Africa).
– Clinton Middleton, CEO of GrowThrough (South Africa).
– Bernice Samuels, Group Marketing Executive of MTN Group (South Africa).
– Tshego Tshukutswane, Senior Director of Consulting by Kantar (Netherlands).
– Dale Hefer, CEO of Nedbank IMC (South Africa).
– Sphe Vundla, Corporate Brand Director of South African Breweries (South Africa).
– Saks Ntombela, Group CEO of Hollard Insurance (South Africa).
– Heidi Brauer, Chief Marketing Officer of Hollard Insurance (South Africa).
– Karabo Songo, Group CEO of Brave Group (South Africa).
– Sadika Fakir, Integrated Media and Digital Director at Tiger Brands (South Africa).
– Faheem Chaudhry, Partner and Managing Director of M&C Saatchi Abel (South Africa).
– Haydn Townsend, Managing Director of Accenture Song (South Africa).

The collective insights of these 30 top marketing thinkers will be powerful. ‘In our goal to bring the discussion of marketing relevance to our delegates, it’s safe to say that Nedbank IMC has left no stone unturned,’ said Hefer.

The virtual Nedbank IMC 2022 tickets at R1999 (excl VAT). Group discounts are available. Book now. Nedbank IMC 2022 bursaries are available here. Modern Marketing is a proud media partner of Nedbank IMC.

You could win one of 20 tickets, worth R2000 each, to Africa’s foremost marketing conference featuring the best of global and local thought leaders. For more information, click here.


FCB Joburg’s Coca-Cola Campaign Wins Silver At Cannes Awards

FCB Joburgs Coca-Cola Campaign Wins Silver

FCB Joburg and Coca-Cola’s BeatCan consumer-led engagement campaign sought to celebrate the youth by connecting them through music and to encourage them to continuously use their imaginations to create music that truly represents themselves, one Coke can at a time.

The campaign walked away with a Silver Cannes Lion at the 2022 Cannes Lions International Festival of Creativity in the Radio and Audio Category, under Food and Drink, as well two shortlists for use of music and audio led creativity.

‘We are humbled and honoured to be acknowledged at this year’s Cannes Festival. Especially for a campaign that celebrates the creative spirit of the South African youth, as music is a key anthem to their everyday life. We would like to thank our suppliers: Audio Militia, CAKE, Digital Union, Seth McKinnon, and our extraordinary client, Coca-Cola, for providing us with an opportunity to create award-winning work that moves the inner creative in us all,’ said Jonathan Wolberg, Creative Director at FCB Joburg.

‘We are proud that this campaign has been recognised on the global stage, it truly signifies that South Africa’s creative work is regarded as some of the best in the world. At FCB Joburg, we create timeless and timely creative, that is both memorable and reflects current trends and consumer culture, helping us solve business problems and meeting client objectives. Congratulations to all the teams involved,’ concluded Tseliso Rangaka, Chief Creative Officer at FCB and Hellocomputer Joburg.


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